We want to help you find the most effective channel mix for your business, which is why in this article we will tell you what options are available to a B2B SME that wants to position itself through advertising in print media in Argentina.
First things first…
Before evaluating the print alternatives that a B2B company has to advertise in the country, let's start with the basics and clarify the concept of Brand Positioning , or Branding. Positioning is understood as the place that a brand occupies (or wants to occupy) in the consumer's mind, and what memory it wants to generate in them when they think of the brand, both at a general level and when they make comparisons between competing brands.
When creating a positioning strategy, one of the channels with the greatest thailand viral telegram impact is advertising, whether in traditional or digital media, because it massively communicates the value proposition that makes a business stand out from its competitors, and the idea that we want to emerge in the minds of consumers when they think of our brand.
Why is it important to work on brand positioning?
You may think that brand positioning is an unimportant detail, or that it will be done by word of mouth from satisfied customers, well let me tell you that you are wrong if you think that way .
The most compelling reason why you should take the time to develop and execute a positioning strategy is the opportunity to communicate an idea that is aligned with what you have to offer as a business, in terms of products and values, instead of letting consumers' imaginations run wild and form an opinion of your company that has nothing to do with your business objectives and could harm you in the future.
A couple of examples of the consequences of neglecting your brand positioning could be that your brand is considered inferior to the competition, or worse, that consumers do not understand what your company does or the services it offers.
To avoid these problems that will eventually make you lose many customers, having a solid positioning strategy is key.
What factors should be taken into account when choosing the right channels?
For brand positioning to be effective, a well-thought-out strategy must be implemented, with advertising channels that respond to the interests of our business and those of the target audience. To know which channels are appropriate for your SME, here are some factors to take into account:
Reach: Does your SME sell to the entire country, or just in your region? By answering this question you will know if you need to advertise in media with broad or local coverage.
Market: Are your products targeted at a specific niche, or can they be consumed by a wide variety of businesses? Knowing this will help you rule out channels and choose media consumed by a larger audience or those that have a specific audience.
Cost: Does your budget allow you to advertise on all the media that are aligned with your positioning objectives, or do you have to choose? Most SMEs, especially those that are just starting out, will have to select the media that offer the best price/benefit ratio.
Competition: What media are your competitors advertising on? What positioning message are they sending? With this data, you can fine-tune your differentiation.